If a picture paints a thousand words, then a video can probably paint a million.
It has become a significant force in content marketing, and more brands are seeing the value in creating their own video content.
Says Randy McGraw, co-founder and director at private equity firm Altus Digital Capital, “Video drives engagement. Plain and simple. It’s not just about ‘tell’ anymore, it’s ‘show and tell.’”
It’s a “powerful storytelling medium,” writes Jodi Harris of the Content Marketing Institute: “Not only can it serve as a prime proving ground for your business’ promotional campaigns; influential ideas; and experimental content efforts, video’s emotionally resonant combination of sound, motion, and visuals can also help you drive deeper, more satisfying relationships between your brand and its audience.”
Here are four tips on how to create engaging and relevant videos that your audience will want to share.
1. Identify your audience
At the core of every content marketing strategy is your audience, and the key to success lies in creating content that resonates with them.
For instance, 99.co, a location-based property search engine in Singapore, creates video content that house hunters may find interesting and helpful, such as reviews of condominium buildings, sneak peeks of new properties, renovation tips, the food scene in different neighborhoods, and some fun facts about properties in Singapore.
Manila-based social commerce brand iamClaire., to be launched in May or June 2017, will also be offering video content that’s tailored to their target audience of female millennials in Southeast Asia. The company, which is under Altus Digital Capital, has a dedicated in-house media team to craft content covering beauty, fitness, and lifestyle.
As to where to distribute your content, Harris writes, “Knowing who your audience is, how and where they like to spend their online time, and which channels they prefer for what tasks will help you choose the social networks that offer the best potential for engaging your audience’s interest in your video content.”
2. Be concise and consistent
Today’s on-the-go nature of media consumption demands that videos say a lot in a short amount of time.
Writes Andrew Medal in this Inc. article, “With mobile being a primary source of checking social media, the videos we watch are usually going to be less than one minute long, never longer than three. However, that’s not to say we can’t tell a great story in less than a minute (or two).”
A clear brand voice that’s consistent across all content is also important.
Coins, a mobile-money fintech company in the Philippines, does this well through their #Coinserye webisodes, which show funny, real-life situations where Coins’ saves the day — all told in a youthful tone and in under one minute.
3. Syndicate your content
Instead of just hosting your video on your site, it could also make sense to have it up on a site that already has high-traffic and a trusted name, writes Molly Reynolds in this Inc. article, especially if your goal is to get more exposure. But if you’re after increasing native traffic to your site, hosting the content in your own backyard may be wiser.
In the end, it should always depend on your overall content marketing goals.
4. Add tags and a transcript
To make the most of your content, Harris also recommends including a transcript of the video, as search engines “aren’t as adept at indexing video content as they are with text.” Attaching the transcript to the video addresses this problem.
Adding relevant titles, tags, and descriptions to your video’s metadata also help push the content closer to your audience. Says Harris, “This will help get your videos associated with your target keywords and get them indexed to rank for relevant content searches.”